The Sports Brand Perception,Sentiment Analysis and Satisfaction Evaluation Based on Online Consumers'Reviews
The Chinese market of sports goods has become a focus of competition for domestic and international sports brands.Taking the consumer comment data of sports brands as the research sample,the text analysis method,word frequency analysis method,semantic emotion analysis and other methods are used to study the differences of product cognition,emotional expression and satisfaction of domestic and foreign sports goods.The study finds out there is no significant difference between brand perception and product perception at home and abroad,high-frequency keywords are distributed in a long tail style,consumers care about brand quality,cost performance,consumption experience,etc.,and are not closely related to sports items.The distribution of high-frequency keywords is characterized by"center-edge",the domestic brand semantic network map is relatively concentrated,and the foreign brand products and online consumption services are differentiated.The overall online consumption presents positive emotions,and the negative emotions are mainly expressed as product quality.The overall satisfaction of online consumers is high,and domestic and foreign brands have significant differences in service attitude and logistics quality.For domestic sports brands,it is suggested to adopt strategies such as improving brand professional identification,strengthening sports correlation,strengthening brand quality construction,enhancing consumer loyalty,exploring brand edge attributes,attracting potential consumers,paying attention to negative emotions and improving after-sales quality,and selecting appropriate sales service platform to enhance consumers'brand perception and satisfaction.
NETL
NSTL
万方数据
维普
